Last weekend, the first two British TV ads aired with Shazam-tagging features, for Pepsi and Cadbury. The 30-second spots were shown during the final of Britain’s Got Talent, and Shazam has now announced that around 50k viewers tagged the ads – not bad for a minute of airtime. Although as context, the average audience for the final was 11.9m people, meaning 0.4% of viewers took up the tagging challenge. Still, broadcaster ITV – which is selling the functionality to advertisers – seems happy. “We’re thrilled that the first UK Shazam-enabled ads achieved this level of interaction in Saturday’s amazing Britain’s Got Talent final,” says group commercial sales director Simon Daglish.